ANALISIS PENGARUH HARGA DAN PROMOSI TERHADAP VOLUME PENJUALAN PADA PT METRO ARTHA PRAKARSA

Abstract

This study aims to determine and analyze how much influence price and promotion have on sales volume at PT Metro Artha Prakarsa. The research method used is descriptive quantitative combined with survey research. The population and sample are in the form of quarterly reports of prices, promotion costs and sales volume of 4 types of drugs marketed by PT Metro Artha Prakarsa as many as 80 samples with purposive sampling technique. The results of the study concluded that partially only the promotion variable has a positive and significant effect on the volume of drug sales at PT Metro Artha Prakarsa, while the price variable does not have a significant effect on the volume of drug sales at PT Metro Artha Prakarsa. Simultaneously, the price and promotion variables affect the volume of drug sales at PT Metro Artha Prakarsa. From the results of the coefficient of determination of the sales volume variable, it can be explained by the price and promotion variables by 56.6% and the remaining 43.4% can be explained by other variables not mentioned in this final assignment